What is Personality-Based Confidence

The aim of this study focuses solely on the customer’s perceptions of the m-commerce environment, rather than on trust in intermediaries or in third parties that might mediate between the customer and the store. The focus is on development of a framework to explain mcommerce acceptance in consumers’ decision-making process. The chapter further extends the technology acceptance model (TAM) in mobile commerce, particularly in the context of the consumer’s confidence level in the buying decision making process, rather than only focusing on the users’ acceptance of technology. The chapter provides a theoretical framework for mcommerce adoption and also suggests the importantrelationships between psychological and behavioral factors in the consumer decision-making process.